the work

Jack in the Box was nearly bankrupt, so we brought back Jack to save the company.

In 1993, a food poisoning outbreak at a Jack in the Box restaurant resulted in the deaths of four customers. Sales plummeted so dramatically the company came close to bankruptcy. We created a campaign featuring Jack Box, fictional company founder, who simultaneously regained control of his company, convinced the public that the restaurants were once again safe, and did so in an irreverent way that appealed to young fast food eaters. The stock went from $3 to $99.

Jack in the Box was nearly bankrupt, so we brought back Jack to save the company.In 1993, a food poisoning outbreak at a Jack in the Box restaurant resulted in the deaths of four customers. Sales plummeted so dramatically the company came close to bankruptcy. We created a campaign featuring Jack Box, fictional company founder, who simultaneously regained control of his company, convinced the public that the restaurants were once again safe, and did so in an irreverent way that appealed to young fast food eaters. The stock went from $3 to $99.

Jack in the Box Case StudyHow many ad campaigns have saved a company?

Jack’s BackThe first of 400 commercials.

Mini Sirloin BurgersFor the launch of Mini Sirloin burgers we went big by going little.

Angus DiagramOur burgers come from the sirloin section. Where the heck is the Angus?

BobbleheadEven before the Munchie Meal we knew what our late night clientele wanted.

Jumbaco Case StudyThey gave us the Jumbo Deal: a value combo with an unremarkable name. We gave them the Jumbaco! The most popular product that never existed.

Marry Bacon Case StudyThe cultural love of bacon had hit a fever pitch, so we took it to the logical conclusion.

Jack's Radio ShowHere’s one of the over 300 spots in Jack’s award-winning 20 year radio campaign.

Jack's Greatest Hits

In 20 years and over 400 TV spots, Jack had a lot of adventures. He played in a band called Meat Riot, ran for president, rode a mechanical chicken, and started the careers of many now-famous actors. Here’s a few of our favorite spots.

Jack's Greatest HitsIn 20 years and over 400 TV spots, Jack had a lot of adventures. He played in a band called Meat Riot, ran for president, rode a mechanical chicken, and started the careers of many now-famous actors. Here’s a few of our favorite spots.

Bowl Cuts

Have It My Way

One Hit Wonder

Warehouse

Grown Man Meal

The Visit

Italy

Product Placement

Meaty Cheesy Boys

Hehehehe. Munchie Meal.

We do more than ads. In an effort to boost sales, we developed the Munchie Meal. A happy meal for adults—everything from the food and packaging to the uniforms and environment. The CEO credited Munchie Meals with half the company’s sales increase for the year.

Hehehehe. Munchie Meal.We do more than ads. In an effort to boost sales, we developed the Munchie Meal. A happy meal for adults—everything from the food and packaging to the uniforms and environment. The CEO credited Munchie Meals with half the company’s sales increase for the year.

FlyPuppet Jack makes the Munchie Meal and jokes about your sister. Oh, and he flies.

Dinosaur#realtalk happening late-night on this couch. Did we mention this was the most successful product launch in five years?

BubblesCue the reggae, it’s Munchie Meal time on Instagram.

Slow ClapSlow clap. The perfect snarky response gif.

@JackBox

Even though the Jack campaign predates social media, Jack’s personality was readymade for it. He was an early adopter, first using MySpace, then Facebook, Twitter, Instagram, Vine, Periscope and more, entertaining and engaging fans with his musings on daily life and of course lots of #foodporn.

@JackBoxEven though the Jack campaign predates social media, Jack’s personality was readymade for it. He was an early adopter, first using MySpace, then Facebook, Twitter, Instagram, Vine, Periscope and more, entertaining and engaging fans with his musings on daily life and of course lots of #foodporn.

NASAWhen NASA tweets about food, we tweet back.

#TBTJack loves a good #TBT just like the rest of us.

HolidaysWe celebrate all the important holidays.

CosmosWhen everyone was cuckoo for Cosmos, Jack was too.

#JACKHACKOur #JACKHACK series showed people how to make mashups.

Órale. También hablamos español.

Our bilingual creatives not only craft insightful Hispanic work, they are also involved in General Market creative development. The result is a total market approach that is compelling to our Hispanic consumers both in Spanish and in English.

Órale. También hablamos español.Our bilingual creatives not only craft insightful Hispanic work, they are also involved in General Market creative development. The result is a total market approach that is compelling to our Hispanic consumers both in Spanish and in English.

Just MarriedInstead of creating a different hispanic campaign, our team recognized the universal appeal of Random Acts of Helpfulness, and adapted the concept into Momentos de Ayuda.

DodgersThe Dodgers attract more than 1 million Hispanic fans every season. This Momento de Ayuda helped two of those lucky fans have a better time at the game.

Driving LessonsOur Momentos de Ayuda radio campaign also helps real hispanic people from all over Southern California. Take a listen.

Our job: Make Honda Dealers helpful.

People don’t trust car dealers. In fact, they hate them. We decided to differentiate Honda Dealers from the sleazy pack by making them helpful and creating a visual icon in a blue polo shirt.

Our job: Make Honda Dealers helpful.People don’t trust car dealers. In fact, they hate them. We decided to differentiate Honda Dealers from the sleazy pack by making them helpful and creating a visual icon in a blue polo shirt.

ScenePeople always felt taken advantage of by car dealers. So we decided to take advantage of them.

JarNeed help opening a jar? Need a good laugh? The Honda guy can help with both.

BetHelping settle a bet. Just one of the many things a Helpful Honda guy can do.

Helpful in the Real WorldTo prove our Helpful promise wasn’t just advertising smoke and mirrors, we sent guys in blue shirts into the real world to help out and people took notice.

Random Acts of Helpfulness

After six years of the Helpful campaign, the Honda Dealers were differentiated and liked, and no longer needed to be taken advantage of by customers. We evolved the campaign to highlight the good deeds the Helpful guys in blue were doing in the real world.

Random Acts of HelpfulnessAfter six years of the Helpful campaign, the Honda Dealers were differentiated and liked, and no longer needed to be taken advantage of by customers. We evolved the campaign to highlight the good deeds the Helpful guys in blue were doing in the real world.

Yard SaleBuying everything at a yard sale? That’s a Random Act of Helpfulness.

Guitar StoreMakin’ dreams come true down at the guitar store.

Blood DriveFlash mob at the bloodmobile.

Cleaning ServiceOur Random Acts of Helpfulness radio campaign also helps real people from all over Southern California. Take a listen.

Yes, we’re real.

To prove our Helpful promise wasn’t just advertising smoke and mirrors, we sent guys in blue shirts into the real world to help out and people took notice.

Yes, we’re real.To prove our Helpful promise wasn’t just advertising smoke and mirrors, we sent guys in blue shirts into the real world to help out and people took notice.

To differentiate SoCal Honda from the numerous competing year end sales events we made stop-motion commercials of our guys in blue helping various North Pole creatures in an claymation winter wonderland. Oh, and they sing too.

Who needs help in the North Pole?To differentiate SoCal Honda from the numerous competing year end sales events we made stop-motion commercials of our guys in blue helping various North Pole creatures in an claymation winter wonderland. Oh, and they sing too.

Happy Honda Days Case StudyThe Honda Guys are coming to town. In claymation.

AngelThe Honda guy helps an angel in need.

TimmyHelping Santa deliver presents seemed easy enough.

NutcrackerA Random Act of Helpfulness for the Nutcracker.

Your friends are useless.

We knew anyone with a reliable personal reference would be unlikely to call 1-800-DENTIST, so our advertising asked the large remaining group "Do you really want to trust the recommendation you’ll get from a friend...or family member... or co-worker?" Probably not.

Your friends are useless.We knew anyone with a reliable personal reference would be unlikely to call 1-800-DENTIST, so our advertising asked the large remaining group "Do you really want to trust the recommendation you’ll get from a friend...or family member... or co-worker?" Probably not.

People get home-blind, but we suspected people would take a fresh look at their home and spruce it up if they knew guests were coming over. We encouraged people to be the host, and that spurred visits to IKEA to buy sofas, pillows, glassware, and more, resulting in a sales increase in 15% while the furniture industry was only up 3%.

It’s time to be the host.People get home-blind, but we suspected people would take a fresh look at their home and spruce it up if they knew guests were coming over. We encouraged people to be the host, and that spurred visits to IKEA to buy sofas, pillows, glassware, and more, resulting in a sales increase in 15% while the furniture industry was only up 3%.

It's Time to be the HostIt’s time to come to IKEA.

RethinkThis spot always gets the same reaction: “That’s IKEA?”

GlasswareHaving guests over makes you look at your house in a different way.

Activision

We worked on dozens on Activision titles. We helped launch Call of Duty, reestablished the Tony Hawk franchise as the premiere skating game and launched Guitar Hero to acclaim.

ActivisionWe worked on dozens on Activision titles. We helped launch Call of Duty, reestablished the Tony Hawk franchise as the premiere skating game and launched Guitar Hero to acclaim.

Tony Hawk - Get in the VanTony Hawk’s Pro Skater got an infusion of crazy from Jackass’s Bam Margera.

Tony Hawk - No LoadingTony Hawk’s American Wasteland. The first skating game with no loading screens.

Call of Duty - G.I.’s EyesActivision’s first foray into 1st-person shooter games became the #1 war-based shooter of the year.

Guitar HeroEveryone has fantasized about being a rockstar, so it’s no surprise that Guitar Hero was the number one video game of the holiday season.

All the internet you’ll ever need.

It’s hard to believe now, but in 2007, mobile broadband didn’t exist, and it was our job to introduce it. We presented CLEAR as the inevitable future, an irreversible shift in the internet landscape. We made this unknown brand look big, but in an approachable way.

testhello this is a test fasho!!!!!

BeerPre-4G internet was like a beer you could sip. Clear was a beer you could swim in.

Cupcake3G was only a sprinkling of internet coverage. Clear was a rainbow candy deluge.

BubblesHigh speed internet floating through the air like bubbles. It’s a beautiful thing.

the people

Rick Sittig

Founder & Creative Director

Rick created the Energizer Bunny, a campaign that is still going 20 some-odd years later. In 1995, Rick created the Jack campaign for Jack in the Box, and has directed every one of the campaign’s 400 TV ads since its inception. When Rick tells you he’ll be working on your business every day, you can believe him, because he'll never have more than three accounts at a time.

Rick Sittig

Founder & Creative Director

Rick created the Energizer Bunny, a campaign that is still going 20 some-odd years later. In 1995, Rick created the Jack campaign for Jack in the Box, and has directed every one of the campaign’s 400 TV ads since its inception. When Rick tells you he’ll be working on your business every day, you can believe him, because he'll never have more than three accounts at a time.

Patrick Adams

Managing Director

Patrick started his professional career as a Certified Public Accountant, armed with a business degree from Georgetown University. While those two years seemed excruciatingly long, the fundamental business training they afforded has served him well in advertising where his marketing strategies have won 15 Effie Awards. Patrick helped start Secret Weapon Marketing in 1997 after 14 years in account management positions at agencies in Los Angeles.

Patrick Adams

Managing Director

Patrick started his professional career as a Certified Public Accountant, armed with a business degree from Georgetown University. While those two years seemed excruciatingly long, the fundamental business training they afforded has served him well in advertising where his marketing strategies have won 15 Effie Awards. Patrick helped start Secret Weapon Marketing in 1997 after 14 years in account management positions at agencies in Los Angeles.

Leah Dieterich

Associate Creative Director

Leah Dieterich started as a copywriter at Secret Weapon Marketing in 2004 and has created award-winning campaigns for Jack in the Box, the Southern California Honda Dealers, IKEA, and Activision, among others. Since 2009, she has been an Associate Creative Director, creating communication for all of Secret Weapon’s clients in addition to overseeing all writers and art directors.

Before her career in advertising, Leah trained to be a professional ballet dancer. Recently, she’s garnered acclaim as an author, publishing a book based on her wildly successful blog thxthxthx.com which was featured on the New Yorker blog as well as The Atlantic and Vogue.

Leah Dieterich

Associate Creative Director

Leah Dieterich started as a copywriter at Secret Weapon Marketing in 2004 and has created award-winning campaigns for Jack in the Box, the Southern California Honda Dealers, IKEA, and Activision, among others. Since 2009, she has been an Associate Creative Director, creating communication for all of Secret Weapon’s clients in addition to overseeing all writers and art directors.

Before her career in advertising, Leah trained to be a professional ballet dancer. Recently, she’s garnered acclaim as an author, publishing a book based on her wildly successful blog thxthxthx.com which was featured on the New Yorker blog as well as The Atlantic and Vogue.

Brock Anderson

Group Account Director

Brock has worked at Secret Weapon Marketing for more than 12 years, spread over two different stints – he just couldn’t stay away. Since returning, he’s overseen the day-to-day Honda Dealers’ business, from the EFFIE Award-winning launch of the “Helpful” campaign in 2007 through eight years of TV, radio, digital, street team, and event marketing.

Brock Anderson

Group Account Director

Brock has worked at Secret Weapon Marketing for more than 12 years, spread over two different stints – he just couldn’t stay away. Since returning, he’s overseen the day-to-day Honda Dealers’ business, from the EFFIE Award-winning launch of the “Helpful” campaign in 2007 through eight years of TV, radio, digital, street team, and event marketing.

Fiona Forsyth

Executive Producer

Having spent 15 years on the production company side, Fiona knows the ins and outs of making commercials. Starting her advertising career at Ridley Scott Associates London in the early 80s, Fiona transferred to their US office and ultimately found herself freelancing at many of the top L.A. production companies.

Fiona Forsyth

Executive Producer

Having spent 15 years on the production company side, Fiona knows the ins and outs of making commercials. Starting her advertising career at Ridley Scott Associates London in the early 80s, Fiona transferred to their US office and ultimately found herself freelancing at many of the top L.A. production companies.

Mike Alfaro

Associate Creative Director

Mike Alfaro is our resident multicultural expert. Before joining Secret Weapon, Mike served as the lead copywriter handling all Hispanic broadcast, digital, and social for Taco Bell, as well as working on the General Market launch of the celebrated Live Más campaign and Taco Bell’s best selling product ever: the Doritos Locos Tacos. Mike also writes, directs, and acts in the web series “Hey Guata!”

Mike Alfaro

Associate Creative Director

Mike Alfaro is our resident multicultural expert. Before joining Secret Weapon, Mike served as the lead copywriter handling all Hispanic broadcast, digital, and social for Taco Bell, as well as working on the General Market launch of the celebrated Live Más campaign and Taco Bell’s best selling product ever: the Doritos Locos Tacos. Mike also writes, directs, and acts in the web series “Hey Guata!”